1. 1. 7MythsaboutHow,WhereandWhypeople searchonlineforacarandwhattheydowhen theygetthere VINSolutionsDealerAdvisoryBoard MeetingLasVegasNV10.12.10 LarryBrucePresident/CEO MicrositesByU.com @pcmguy.
2. 2. PPC#1wayyoucanconquestnewbusinessforyourdealership
3. 3. Whatsholdingyouback?
4. 4. 7Mythsthathavebeenheapedonus withlittleornobasisofactualbehaviorPeopletrust3rd partiesmorethanthedealer Internetshoppersarepricedriven Theinternetisbetterforusedthannewcars Organiclinksaretrustedmorethan sponsored Thelongtailsearchphase Peoplewillgoonlineandjustcomeintothe dealership Youcantcompetewiththebudgetofthe OEM,AutoTraderorCars.com
5. 5. Over35hoursofvideo 109users 436searches
6. 6. Myth1: Peopletrust3rd partiesmorethanthedealer
7. 7. Myth1: Peopletrust3rd partiesmorethanthedealer Ofthe26%thatconverted:
8. 8. Myth1: Peopletrust3rd partiesmorethanthedealer Whydidtheyconvertthere? Thissamescenario happened86%of thetimeauser landedona3rd partysite
9. 9. Myth1: Peopletrust3rd partiesmorethanthedealer Howdidtheygetthere?
10. 10. Myth1: Peopletrust3rd partiesmorethanthedealer Whatwouldhavehappenedif? Numberof MustangsavailableWhattypesare availableHowmuchthey cost
11. 11. Myth1: Peopletrust3rd partiesmorethanthedealer Version2payment
12. 12. Myth1: Peopletrust3rd partiesmorethanthedealer Version3tradein
13. 13. Myth1: Peopletrust3rd partiesmorethanthedealer Thingsyoucandotoyourwebsite/landingexperiencestoinstilltrust.Reviewsusedby32%of theuserstested PutyoureBayratingon yourhomepagewithalink totheratings PutyourGoogleratingson yourhomepagewithalink PutyourYelpratingson yourhomepagewithalinkUsesomeexceptsfromlettersorsurveysonyourhomepage FacebookLikebuttonon yourhomepageandin specialpagesandyour blog.
14. 14. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant? 28%ofthetimea visitorwillsearch themselvesright outofacar
15. 15. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant? Volzautobefore
16. 16. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant? VolzautoAfter
17. 17. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant?
18. 18. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant?
19. 19. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant? 1clickaccesstothemost popularsellingvehicles UserTesting.comtofind troublespotsinyouconversion funnel Crossbrowsertesting.comto findthebreaksincode ThishasdoubledVolzAutoGroups LeadConversionRate
20. 20. HowSplitTestingWorks SplitTesting Platform
21. 21. HowSplitTestingWorks SplitTesting Platform
22. 22. HowSplitTestingWorks SplitTesting Platform
23. 23. HowSplitTestingWorks SplitTesting Platform
24. 24. HowSplitTestingWorks SplitTesting Platform
25. 25. HowSplitTestingWorks www.google.com/websiteoptimizer SplitTesting Platform
26. 26. Myth3: TheInternetismoresuitedtousedcarsthannew SearchtestingfoundNew&Usedtobeevenlysplit
27. 27. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks Forpurepurchaseintentsponsoredlinksconverted300%higherthanorganiclinks
28. 28. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks CarMaxlandingpagesshowedupin33%ofthesearchesthatwereperformedinthistestall sponsoredlinks
29. 29. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks Forpurepurchaseintentsponsoredlinksconverted300%higherthanorganiclinks
30. 30. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks Organictrafficisinconsistent.Youhavenoideawhattheusersintentreallyisotherthan70%of thetimetheywerelookingforyourdealershiptodosomething ThetermRandomaccess websitereferstoyourmainsite wheretheusersintentisnt clearandthereisalotof navigationforthemtogetlost inthepageshuffle
31. 31. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks Organictrafficisinconsistent.Youhavenoideawhattheusersintentreallyisotherthan70%of thetimetheywerelookingforyourdealershiptodosomething
32. 32. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks YouwillgethigherconversionsandbetterresultsoutofPPCthanorganicSEOeffortsbuttodo soyouhavetooptimizeatall4dimensionsofonlinemarketingTestDrivenMarketing: Geolocation Keyword/placementMaking Adpositionagilemarketingstrategic Landing/Conversion growthengine.
33. 33. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks TestDrivenMarketing AdGroupAdSplittestingfor Ad Ad AdCTR AdSplittestingforLanding LandingLandingConversion
34. 34. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks TestDrivenMarketing AdGroupAdSplittestingforWinningAdCTRAdSplittestingforWinning ConversionLanding
35. 35. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks Acultureofconstantimporvment AdGroupAdSplittestingforNewAd NewAd ControlAdCTRAdSplittestingfor New NewControl Conversion Landing Landing Landing
36. 36. Myth5: Thelongtailsearchphrase Yesinoverallinternetsearcheslongtailsearchphrases4+wordsare23%ofthesearchesand dohavehigherintent.Butinthecarbusinessthisisnotthecase.
37. 37. Myth6: Peoplearegoingtoyoursiteandlookingatvehiclesthenshowingupon yourlot TheinternetisanInfluencingMedium.IfyoubelievethatthenIhaveotherstuffIwanttosell you
38. 38. Myth7: YoucantcompetewiththebudgetoftheOEM,AutoTrader,Cars.com Yesatthelocallevelyouabsolutelycanandyouabsolutelyshould. OthercontributingfactorstothesearchLocation54%Product80%Avgnumberofsearches3.5
39. 39. Myth7: YoucantcompetewiththebudgetoftheOEM,AutoTrader,Cars.com Yesatthelocallevelyouabsolutelycanandyouabsolutelyshould. Location54%
40. 40. Myth7: YoucantcompetewiththebudgetoftheOEM,AutoTrader,Cars.com OEMInvolvement
41. 41. Remarketing23%EmailCaptureRate/37%CallRate
42. 42. Remarketing
43. 43. Remarketing
44. 44. Remarketing
45. 45. Remarketing 12%ClickThroughRate 17%ConversionRate
46. 46. IntegratedChannels HondaCTR 3% Conversion 31%
47. 47. IntegratedChannels
48. 48. IntegratedChannelsBudget $500 Honda Service forSchools www.supplies4kids.com ServiceYourHonda andHelpachildwithSchoolSupplies!CTR 7%Conversion 23%
49. 49. IntegratedChannels Budget $200 CTR 3% Conversion 47%
50. 50. IntegratedChannelsImportant:ServiceyourHondahelpachildgetschoolsupplieshttp://bit.ly/4kidsHaynesHondadonates$1foreachRETWEETRetweets 1112 142newfollowers Conversions 115lastcount
51. 51. IntegratedChannels
52. 52. Summery 3rd partiesDONOThaveaBrandoratrustadvantage.TheydontreallyevenhaveanSEO advantage Youregoingtogetalotfartherifyougivevisitorswhattheywant,whentheywantittheway theywantitthantryingtorunabunchmorepeopletoyourwebsiteandconvertthesamelousy percentage. Internetuserdontplayfavoriteswithneworusedandtheybothconvertjustaseasily. Organiclinksdonothavesomemagicholdoverthecustomerandareveryinconsistentwhenit comestointent. TomakePPCreallyworkyouhavetocontrolalldimensionsoftheonlinemarketingexperience. Splittestingisreallytheonlywaytoconsistentdoubledigitconversionratesandconstant improvement. ifyoureonethatbelievestheinternetisaninfluencingmediumthenyoumaybejoiningsome ofourlessfortunatecarbrethrenthatnolongerhaveastore. Youabsolutelycanandshouldeliminate95%ofyourdependenceon3rd partiesbetweenyou andyourvisitor/customer. TargetedPPC+Remarketingwillpickyouuptoa40%+ConversionRatio IntegratingChannelstherightwayincreasesconversionsintothe30%+range